Microsoft small Ice again war lake--Is it a grandstanding performance or a OTT attempt?

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In the article before Ya cool June, it has been suggested that Microsoft small ice if the domestic wireless internet industry to make a point of real movement, may wish to change the battlefield.

Sure enough, after a quiet period of time, Microsoft Small ice finally reloaded again. Just learn from the last lesson, this time to change the battlefield, from the micro-letter to the microblog. Just last week, Microsoft small ice in meager with a "good tired ~ Wake Up ~", began his microblog career. Play is very simple, you only need @ Small ice, you can directly call her out, accompany you to distraction, and you chat, for a time, all the otaku are small ice, a great deal of her bad rhythm. For now, the mini-ice Weibo account already has 530,000, and the number is rising fast every day.

Because the small ice every time the lake, can cause great concern, so there are articles mentioned that Microsoft Small ice is only a carefully crafted by Microsoft hype. In Microsoft's War on micro-letters, it appears that little ice has been killed. But in fact, micro-letters are the real victims. Microsoft is simply luring the micro-letter to kill, and then playing a sad card, so that on the one hand isolated micro-letter, on the other hand put themselves at the end of the innovator and the weak, in exchange for greater profits. Is that really the case? Ya cool June feel, the hype is certainly there, but this is only a tactical level of the problem, is a Microsoft public Relations Department of a successful beat just. On the strategic level, little ice is undoubtedly shouldering a greater responsibility.

Previously mentioned, Microsoft's small ice is actually the eldest boss of Microsoft to get rid of its own senile image, embrace the internet with a new gesture of a useful attempt. This new posture for Microsoft, is not easy, now look at, he at least the following several new play.

Lighter load Mode

Whether it's a small ice on a previous micro-platform, or a new little ice that is now full of blood, we can see that the product design of the small ice, using the present seemingly light to no longer light load way, so that everyone's experience threshold to almost zero. In micro-mail, you just need to add her as a friend, and then bring the group chat on it. And Weibo, but only need @ She, she was summoned by you, this is more than the call out of Latin 100 times times the light God is not good? The cool way of loading is actually the future of wireless internet. Looking back at the entire it history, we can see, however, which areas are an increasingly light evolutionary process. We see the traditional it field, our software use from C/s architecture transition to B/s architecture. The game area from the network game gradually transition to the web game. And mobile internet, also must go through such a process. This is why even in the era of app's HTML5, everyone is still hot for the big reason. Of course, because of the inconvenience of moving the input, the moving end is not necessarily the traditional Web form to replace the app, but may be a new way of entry. For example, the microblogging public number, is a lighter and more convenient way, if he will not be in the future by the micro-credit authorities to play a cripple. And the Little ice play, no doubt tells us, in fact, there may be a lighter entrance can be excavated, lighter loading way can experience.

A higher level of OTT

The so-called Ott, is over the top, passing through the roof. This is a basketball term. In the Internet, it refers to all the actions that use other people's platforms or pipelines to provide their services and gain commercial benefits. Such examples abound, such as Apple's App Store, which is a OTT to the success of the operator and the operating system OTT. Also, we can see that there is an increasing trend in OTT. A product on the other platform to achieve success, and grab a lot of the original platform of commercial interests, will gradually platform themselves, so the new OTT will appear. themselves gradually by the new application platform of the pipeline. The reason why an Internet ecology can form such a OTT structure is mainly due to the rapid development of the Internet industry, each of which is constantly differentiating new business opportunities. The original platform, although not reconciled, but also did not have the ability to eat the newly differentiated structure, so have to give these opportunities to new players to ensure that the platform can continue to develop. Like Apple OTT operators. Of course, Apple has become a behemoth on the carrier platform. But before Apple, the operators themselves had to masturbate for so many years and didn't do anything about it. So, as long as an industry is still developing rapidly, pumping the leaf, growing new structure, new OTT will be produced. Microsoft's Little ice is trying to make a new OTT attempt on a successful social platform without losing the chance to change tactics and try to find a new place in the fast-growing mobile internet market.

More pro-folk experience design

Look at the small ice and the vast majority of otaku chat we can see that this small ice design is very close to the people, very Chinese, very network language. This is much more vivid and interesting than Siri's language-rich human languages, at least for the Chinese. Will undoubtedly benefit from Microsoft's powerful artificial intelligence background of the strong learning ability, so that small ice can quickly learn Chinese network language, to shape themselves into a young, fun will sell Meng sister. As the ice grows longer in this world, I think her answer will be more like a normal person. This is an effective way for Microsoft to show its own artificial intelligence, on the other hand, to accumulate more data and gain more intelligence.

Deeper strategic attempts

What about the war on mobile internet? Apple Samsung has the hardware, Apple has the system, the bat controls the portal, where is Microsoft's chance? In fact, Microsoft has accumulated a lot of technology over the years, but after entering the mobile era, he has indeed lost too many opportunities, So that his good technology has become a bouquet also afraid of the deep alley. In such a case, it is already too late for Microsoft to try to subvert the world with a heavy weapon, so it is a wise choice to choose a structure with a light front end and a heavy back end. Light front means she can be everywhere no longer, PC, cell phone, pad, smart watch, smart glasses, smart TV, as long as the smart device can reach the place where she can exist, seamless coverage, this like Iron Man's robot housekeeper Jarvis? And the heavy back end means strong artificial intelligence and large data processing ability, There are only a handful of players on the planet who can afford to play this, and Microsoft is certainly one of them. So, speaking of this, you are not difficult to understand why the micro-letter directly to the hands of the knife down, let the small ice blood.

More future layouts

What does the future belong to? No doubt, Microsoft believes, is artificial intelligence. No matter how small ice performance, at least first mix familiar, let the vast number of otaku know, artificial intelligence soft sister This thing, not only they are apple. In the next decade, when the internet takes over all the equipment, the era of artificial intelligence may be coming true. In this sense, the domestic Baidu is the most forward-looking enterprises. Although now the bat war in the wind, but the artificial intelligence era of the possibility of a large fish, of course, the premise is that the entrance must be held in their own hands ah. Why don't we have a "mom"?

Pulled away.

Of course, all that has been said before is just the assumption by the head of cool, that if there is similarity, it is wise. But for Microsoft, the wishful thinking could be a lot of uncertainty. If you don't handle it well, you'll become a farce of grandstanding.

First, whether the OTT damage the platform.

All successful OTT are successful without compromising the vested interests of the platform. If the product design is not good, to bring a lot of negative impact on the platform, YA-June to say, no one platform will tolerate such a OTT product. The Battle of the micro-faith is a cautionary tale. On Weibo, too, this symptom is revealed. Too much brush and gag, affecting the consistency of previous comments, many of the comments below the micro-blog was brought to the ditch by the small ice. So that Zhou on Weibo to see a small ice product manager, discuss product design. Yes, if Weibo's comments all turn into a theme-flirting with little ice, it's not far away from the ice. Fortunately after the small ice even adjusted the strategy, put forward the three principles of robot chat. The aftereffect will wait and see.

Secondly, whether artificial intelligence is now able to withstand the test.

Like Siri before, when it first appeared, we were very interested, far better than the current small ice, but after a while, few people mention. The reason is that people find that artificial intelligence at this stage is really not doing anything. and small ice can through clever design conceal artificial intelligence flaw, make it become a really reasonable, will sell Meng, will remember, will answer questions, will help you remind things of clever sexy little secretary, this is the test of small ice product team.

Third, the emergence of other types of small ice will not stir mixed water.

Yes, we can believe that with the powerful backend, the company that can make a little ice is not a few on this planet. But there are still a lot of things on the planet that make a more idiotic little ice-mixing company. If the water is stirred, little ice will not end well. So for small ice, time is not much, taking advantage of water clear, quickly show your delicate charm bar. Of course, in order to avoid the appearance of many idiots, Microsoft may be able to engage in an open interface, so that a few cousins of small ice, we play together, it is bound to have a promising future.

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